The Role of Age and Gender as Moderators of Customer Loyalty Programs in Albanian Telecommunication Sector

Loyalty programs have long been an important element of customer relationship management for companies in different industries, used to retain their customers and attract new ones. While extensive research has provided insight on the effectiveness, design and outcomes of loyalty programs, the role of demographic factors as moderators remains underexplored. It is essential to understand the elements that affect customer engagement, in order to maximize the success of loyalty programs. This study explores the effects of age and gender on loyalty program knowledge and usage in Albania’s telecommunication sector-a topic with little previous research. Utilizing a quantitative approach, data were c gathered from 750 customers through convenience sampling and analyzed via SPSS. Received: 1 November 2024 / Accepted: 6 February 2025 / Published: 06 March 2025